Frank’s brief, which it won through a five-way competitive pitch, will see the agency manage consumer and crisis comms for the centres, which include Brent Cross in North London. The other three centres are Centrale in Croydon, The Oracle in Reading and WestQuay in Southampton.
The agency will embark on a campaign to position each centre as a lifestyle destination both regionally and nationally.
Frank will report to Hammerson UK marketing director Stephen Brown.
PR for the shopping centres was previously divided between at least two agencies, including McKenna Townsend, which worked on WestQuay and The Oracle.
Frank PR MD Alex Grier said: "Hammerson's portfolio of premium retail properties present an exciting opportunity for us to reinvent the traditional retail PR model. We look forward to creating some real standout for the brands and encouraging engagement amongst frequent and destination visitors."